When we talk about the ‘web formula’ we’re not dealing with a specific mentality of “do this, do that and you’ll achieve this”, we’re looking instead at an individual strategy for a unique business.
If web marketing plans were developed with a uniform approach and little ingenuity tailored for an individual business’s need they would simply fail.
Take a look at your business model, does it mimic that of your competitor? Do your expenditures match those of competing business? Do you have the exact overheads, the exact margins and in particular, the same business desires? Short answer? I very much doubt it.
Before spending your next penny online, use your site analytics to model the reward gained from that additional expenditure. Does it make commercial sense to set your minimum bid on a particular keyword to £x whilst your margins are being potentially slashed to compete?
The Web Formula is to develop your online strategy about the needs of YOUR business. It’s a recession, most businesses need to be taking a short-term strategy. Retailers are buying with caution in the same manner that consumers are. The Web Formula for you has to look at each individual opportunity within online marketing and seeing how forecasting fits your business model. Are you looking at a short-term fix for declining revenue? Do you have additional stock to shift to rebalance your cashflow? or, are you sitting comfortably and looking to build a long-term structure to your online methodology?
Affiliate Marketing… Email….Social Media…. SEO….Paid Search… all offer differing foundations for your business. Each can be controlled, examined, amended or deleted as you see fit, but make sure you don’t overburden your business focusing on one particular strand when others may well be best suited to your particular needs now.
